Integrated Marketing Communications Plan for Volkswagen - Research Paper Example

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Integrated Marketing Communications Plan for Volkswagen

The Volkswagen Group is one of the largest car manufacturing companies in the world. With its latest launch “Polo”, Volkswagen has come out with an innovative ad to attract large number of consumers. The IMC tools used by Volkswagen in the case of Polo have been advertising through both print and electronic media, internet marketing, online banners, direct marketing, etc. Volkswagen’s prime IMC strategies related to the Polo car can be discussed as follows:Advertising is the form of communication which s non-personal and provides information about the services, products and the organization. Volkswagen’s television commercial of the Polo car was to make a new beginning in the small car segment. The company through the ad campaign has tried to differentiate itself from other car makers as its television was made to attract young males while other small car makers are largely targeting females. The advertisement has been used extensively by Volkswagen to create awareness about the new Polo car and its unique features which makes it a choice for young males rather than showing females taking their cars for shopping. The ad campaign for the Polo car was on the line of “Dedicated Followers of No One”. The ad campaign has been used by Volkswagen to target people especially males who like to have their own style rather than keep changing with the trends. Interactive marketing or internet marketing as become the most sought after advertising prospect for the companies. ...Show more

Summary

The writer of this study intends to analyze the integrated marketing communications plan for the Volkswagen Group. Therefore, the paper will describe the background of the IMC, and furthermore focus on its particular aspects, such as ads, the internet marketing, etc…
Author : collinshenriett
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